Colenso BBDO named ‘smartest’ creative agency by Warc

colenso bdoNew Zealand’s Colenso BBDO has been named the top creative agency in Warc’s rankings of the world’s best strategic thinkers, as measured by wins at effectiveness awards shows.

Whybin\TBWA Australia snagged fifth place while McCann Melbourne came in at 17th.



Colenso BBDO, Mumbrella’s Creative Agency of the Year, grabbed the top place off the back of work for Tip Top and Mountain Dew. The agency’s ECD Nick Worthington will be presenting a keynote at Mumbrella’s upcoming BEfest conference. Worthington will discuss the agency’s philosophy of “Love & Trust” and share the story of its six year journey away from traditional advertising.

The agency’s parent network, BBDO Worldwide topped the rankings as the world’s smartest network.

Andrew Robertson, president and CEO of BBDO Worldwide, said: “The best work works best –smart insights inspiring creative magic, in turn driving strong business results. I am very proud of the people in our agencies who work so hard to deliver against this, for every client, every day, and, as a result, have pushed us to the top of this chart.”

In the digital category, New Zealand’s Proximity grabbed first place with no Aussie agencies in the top five.

No Australian or NZ media agencies were represented in the top 20 in the media category.

David Tiltman, head of content at Warc, said the rankings gave adland a new benchmark for agency performance “based on real campaign results.”

“These rankings showcase the agencies that are really making a difference to their clients’ businesses,” he said.

The list in full:

The top 5 creative agencies in the Warc 100:

Agency | Location | Points

  1. Colenso BBDO New Zealand 115.2
  2. AMV BBDO UK 103.4
  3. JWT Cairo Egypt 101.6
  4. Ogilvy & Mather New York US 95.1
  5. Whybin\TBWA Australia 91.9

The top 5 media agencies in the Warc 100:

Agency | Location | Points

  1. Starcom Chicago US 118.7
  2. OMD UK UK 71.5
  3. MediaVest New York US 56.3
  4. OMD Hong Kong 46.7
  5. OMD New York US 46.1

The top 5 digital agencies in the Warc 100:

Agency | Location | Points

  1. Proximity New Zealand New Zealand 96.3
  2. Digitas New York US 86.7
  3. OgilvyOne London UK 52.1
  4. Arc Chicago US 47.8
  5. OgilvyOne Mumbai India 40.0

The top 5 agency networks in the Warc 100:

Network (Holding company) | Points

  1. BBDO Worldwide (Omnicom Group) 1232.9
  2. Ogilvy & Mather (WPP) 1164.1
  3. DDB Worldwide (Omnicom Group) 743.9
  4. TBWA Worldwide (Omnicom Group) 527.2
  5. McCann Erickson (Interpublic Group) 514.1

The top 5 agency holding companies in the Warc 100:

Holding company | Points

  1. Omnicom Group 3520.4
  2. WPP 3480.9
  3. Publicis Groupe 1889.6
  4. Interpublic Group 1731.2
  5. Havas 401.0

To compile the rankings, points were assigned based on the awards won (Gold, Silver or Bronze), then weighted based on the competition’s “rigour and prestige” in the global industry. Warc worked with Professor Douglas West, Professor of Marketing at King’s College London, to produce the research.


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